Open Letter to Robert Scoble on Selling Ads: Go for it big guy!

Gabe wisely recognized that his audience comes to his site looking not for ads, but for blog entries, so his ads are just sponsored blog entries, and he labels them as such. But where I differ with him (and I’ve said this with him directly in an email exchange last week, so I’m not talking out of school here) is that by putting them off to the right side, they fall subject to the same banner blindness that ads might.

What I suggested for him was that he move those three sponsored slots to the left column, where the content is, keep them still clearly labeled as sponsored posts, but implant one in a Top Spot, one in a Middle Spot and one in a Bottom Spot. In every other way they would appear like regular content and blend right in, but they would be clearly labeled as advertising.

That way they get noticed and are more likely to get clicked on — if they’re good and relevant.

But that’s not what I’d recommend for you, Robert.

I think that what you have to keep in mind is that YOU are the brand. People love your extroverted, lovable, teddy bear kind of a geeky style. Sometimes I just want to reach out and hug you, you’re so loveable in your posts. I don’t think you have a sneaky or malicious bone in your body… and I think a lot of other people feel the same way.

What I would propose for you is a variation of what happens on talk radio every day and has been used effectively since Arthur Godfrey and Connie Mack used this approach back in the 50’s. Howard Stern has this down to an art form and hasn’t lost an ounce of credibility in the process.

I propose you sell your sponsors X number of posts (you need to limit it) per month (or preferably 3 month commitment) wherein you actually mention the sponsor, what cool things they’re up to, some conversation you might have had with one of the execs or product managers or customers, and wholeheartedly give them the Robert Scoble seal of approval, encouraging us, your loyal readers to buy their products or use their services.

Each post would be unique. Each post would be produced by you. Each post could be commented on by your readers, just like any other post. BUT, each one would be clearly labeled as a sponsored post.

Crazy? Radical? Not really. It’s the best way you can execute on an effective ad strategy and make a ton of money doing it. And despite the fact that your traffic might be less than Techmeme or SearchBlog or TechCrunch, because the ads will be 10x more effective, you can charge a major premium for the right to advertise on your site.

One word of caution: Never, ever take on a sponsor that you don’t think is totally cool and you absolutely believe in. The minute you do that, you’ve sold out and you have lost your audience.

But honestly Robert, you could be making serious, serious bucks executing on this ad strategy. Make it available to only one or two sponsors at a time, lock them in for a minimum of 3 months with rights for renewal (in 3 month increments) and charge a major premium for it because it will be a scarce commodity indeed and QUITE valuable.

So that’s my free consulting for the day for you, Robert. I wish you well, because I’m a great fan of yours.

Go for it!